Meaningful Brands

What makes
a meaningful brand?

Creative
Leadership

“Your brand is what other people say about you when you’re not in the room.”

Jeff Bezos, Amazon

“This is a profound and inspiring quote about creative leadership from someone famous.”

Someone Famous

We are all consumers — and in this digital age, at the dawn of a third industrial revolution we expect more from the organisations we do business with.

We expect organisations to be ethical and sustainable throughout their supply chains — and our expectations stretch as far as seeing them play a more meaningful role in our lives than the simple transactional relationships we’ve had with them in the past.

The modern consumer has high expectations and more so than any time in history, executives, communicators, entrepreneurs and business owners are held to a different level of accountability — and it is this accountability that we take seriously in our efforts to build meaningful brands.

We start with purpose, and we work through a framework that ensures leadership drives the brand, your culture lives it and your identity signals it to the world.

“Their ability to see beyond the physical brand and to understand the ways in which people interact and identify with a brand, was integral to the success of our project. The result was representative of an ideology that both our staff and our clients embraced and celebrated.”

- Sarah Rizk, Partner Sladen Legal

 

 


Meaningful brands
Why are they important?

However, we must make sure that when we define a brand as ‘meaningful’, that we are genuine in that definition. We can all see through an organisation that makes claims that don’t hold up to its values and in the world of the internet of things, we are all connected to a communications internet that can prove very dangerous, and expensive, for some organisations who choose to walk a thin line.

In the Havas 2017 Meaningful Brands Index, the number one spot was taken by Google. Audited on Functional, Personal and Collective benefits, the study ranked Google’s brand high due to the perception it has as a category leader, providing the market it serves (1.17 Billion people!) useful and quality products.

Google it seems, makes life easier for us, it harnesses new ideas and skills, are ethical, value diversity highly and have a great work place environment.

Other brands align with us on belief systems (values) and champion the things we too believe in. Together we move towards a world we both aspire to live in. 

A better world. A connected world.

Or, a third place in between work and home; a concept Starbucks uses as central to is product and consumer experience.

And this is the very definition of a meaningful for us as a brand consulting business. It provides us with a framework to create new brands that will disrupt new markets, in new and even better ways.

Being meaningful doesn’t mean that a brand or business has to trade as a non-profit.
In fact, the world’s most meaningful brands are for-profit businesses and turn a very tidy profit – outperforming the stock market by a very healthy 206%.

“This is a profound and inspiring quote about creative leadership from someone famous.”

Someone Famous

Services
How we help build meaningful brands

Brand strategy

Meaningful brands offer distinct business value as much as they offer value to the customers and employees they serve.

They are built by a strong and compelling narrative, a consistent and meaningful story that moves the business forward — from past to present, to tomorrow.

Our brand strategy programs engage your leadership teams closely and use a human-centred approach to seeking opportunities that link with your business purpose. Our aim is to build brands that are powerful, purposeful and meaningful in our lives.

Brand naming

Over the years we've worked with entrepreneurs and organisations to manage change and also to start something new.

We've named products, fundraising initiatives, superannuation firms, financial services brands and government agencies.

Strong names are the beginning of long-term relationships, they provide memorability, engagement and as Fast Company famously said 'a strong name is like extra octane in a brand.'

Leadership narrative & brand voice

An organisation's leadership narrative is the consistent communicaiton of the vision and the plan and the interwoven stories that are told over time.

Too many organisational leaders lack the compelling narrative arc that is needed to build a brand over the long term — short-sighted and dim-whitted.

Working with executive teams we help create a narrative that connects strategic planning with the outside world, and a brand tone of voice that is operational, human and engaging.

Brand books & style guides

We bring a wealth of experience to producing coherent and operational brand styleguides for communications teams.

Brand books that capture the essence of brand strategy for employees are also a critical tool in launching a new brand or signalling change when change must be signalled well.

Brand identity & design systems

Building brand identity is in our DNA and coupled with that is the creation of digital-centric, user-owned design systems.

Having built some of Australia's most well known brand identity systems, we bring a wealth of experience and articualtion to this discipline.

Customer experience

A meaningful brand experience is a coherent combination of the customer experience and the product experience.

Both require a vision and an executable framework, and when done well, come together to create a brand experience that is both delightful and memorable but also inspires loyalty and engagement.

Content strategy & activation

Good content that is relevant, topical and authentic is at the heart of meaningful communications.

Too often we read the same old fluff and seldomly do we engaged proactively with marketing communications.

But when we do, we know we're onto something special.

Good content is the spark that lights this flame.

Brand experience

A meaningful brand experience is a coherent combination of the customer experience and the product experience.

Both require a vision and an executable framework, and when done well, come together to create a brand experience that is both delightful and memorable but also inspires loyalty and engagement.

Brand audit & review

We've conducted brand audits and reviews for some of Australia's largest organisations. 

With a robust approach, we engage internal stakeholders from the board through to employees; and we examine the borader context of the challenges a brand is facing.


“Working with Tank was a delight.
What they developed for our new branding far exceeded our expectations and we’re really excited to have a new identity that honours our past and embraces our future.”

- Julie Gibson, CEO Hitnet

 

 

View the Hitnet project

Would you like to learn more?

Tank
© 2018

Meaningful Brands

About

Brand Strategy & Design
Projects

Culture
People

News
Resources



Innovation Culture

Immersions
Design Thinking Workshop

Design Sprints
Design Sprints

Training sessions
Training Sessions

EVP
Employee Experience Design

Office

G06, 87 Gladstone St.
Sth Melbourne
VIC 3205

+613 96963248